Brief
To raise the profile of The Wullcomb, Way of Life’s new and stylish 297 apartment complex in Leicester city centre with the aim of generating site traffic and registrations of interest from the public. To promote the vision of the management company behind the build and to establish from scratch a presence on social media platforms, such as Instagram and Twitter, through organic content creation to stimulate awareness of The Wullcomb’s opening.
Delivery
Our first task was to establish a series of core USPs for the complex and, given it was designed to encourage a sense of community among its residents, Champions was able to highlight The Wullcomb’s unique communal spaces, along with 8,000 sq.ft. of commercial space available. Acting as a press office for the management company, we arranged a number of interviews and targeted local, regional and property industry media with a range of releases, covering topics, such as community relations and the way the building was designed to fit in with local architecture, including a nearby church. We also ran complementary social media campaigns via Twitter and LinkedIn in the run-up to the opening and beyond, creating a blend of written and graphic content to promote the development and fielding enquiries that were lodged over social media.
Outcome
Our team was able to secure 42 pieces of coverage in print, online and on the radio, with media including Leicestershire Live, Leicester Mercury, Cool As Leicester, Insider Media, D Luxe, Luxury Interiors Magazine and Niche Magazine, who covered The Wullcomb on several occasions. Our work put The Wullcomb name and USPs in front of a potential local and industry audience of 8,629,759. Social activity on Twitter and Instagram drew direct engagement from Visit Leicester, generated almost 3,000 engagements and directly secured a high number of enquiries from would-be residents.
